1.

0 OVERVIEW

This journal article title is “Examining Digital Video Advertising (DVA)

2.0 ISSUES
2.1 Categorization of Hedonic and Utilitarian Products

Utilitarian products are goods that fill a basic need or accomplish a functional task
such as toothpaste, detergent a microwave ovens. According to [ CITATION Sam17 \l
17417 ] said that hedonic consumption is products bought by a consumer that satisfies
their emotional and sensory needs, after basic needs have been met such as luxurious
cars and design watches. Regarding [ CITATION Put84 \l 17417 ] said that television
commercials, due to their video format are better suited to function as a
transformational rather than informational medium compared to print advertising.
Basically, television has been traditionally low information content. Since then,
research has shown that consumers respond to advertisements differently based on the
hedonic-utilitarian product category. Other than that, when hedonic and utilitarian
products presented individually, people responded more favourably to a hedonic good
than a comparable utilitarian product was preferred. The researches posit that the
video format of DVA provides for a more conducive environment for
transformational ads, and thus will be more effective for hedonic products.

2.2 Categorization of Low and High-involvement Products.

Based on [ CITATION Hit19 \l 17417 ] pointed that low involvement are the products
where the consumer does not need to think too much before purchasing the product
while the high involvement product is a product where extensive thought process is
involved and the consumer considers a lot of variables before finally making a
purchase decision. The TV ad video format provides a more ideal advertising
environment for low engagement products, mainly because the information presented
is temporary and the ad rate is controlled externally. This means that users have a
limited time to process the ad and therefore be limited in processing and cognitive
level. It is important to note that the high involvement product can serve to raise
awareness on the TV just as great pleasure. Thus, DVA has now been in existence for
decades, the concept that video advertisements might be more effective for low
involvement products than DVA of high-involvement products.

2.3 Integrating Hedonic–Utilitarian and low- to high-involvement product

Advertisements with emotional appeal are effective for low involvement and hedonic
product but not for high involvement or utilitarian product. Emotional ads had no
positive impact on brand attitude for high-involvement utilitarian products, a small
but significant impact for high-involvement hedonic products and a larger impact for
low-involvement products, both hedonic and utilitarian. Based on the issue, product
category moderates the effect of involvement on DVA effectiveness such the
respondents’ attitudes and intentions will be more favourable for low-involvement
products and also hedonic compared to when they are also utilitarian.

2.4 Role of The Device

According to the journal article, study that not only investigates the differential effects
of hedonic-utilitarian and low- to high-involvement products in DVA but also extends
the concept by including the role of advertising device in the analyses. Digital video
advertising is transmitted on a range of technological devices that vary in portability.
These include laptops, smartphones and tablets. Based on [CITATION Lim15 \l 17417 ]
investigated that a multiple-media synergy of distinctively different screen sizes is
likely to invoke more positive attitudes toward the brand and produce higher purchase
intention than a multiple-media synergy on two screens of the same size.
Consequently, each digital device type may offer a different experience to consumers.
For example, laptops generally have a larger screen than tablets, which generally have
a larger screen than smartphones. This suggests that screen size, which is often one of
key differentiators between devices, might influence the effect of device on
consumers’ responses to DVA.
3.0 CRITICAL ANALYSIS

To examine DVA effectiveness, this study utilized a two-product category which are
utilitarian versus hedonic plus with two-product involvement which are low versus
high plus two-device which are laptop versus mobile mixed-design. The data were
analysed with random intercept generalized linear mixed models (GLMMs) within the
SPSS 25 statistical environment. From this journal, respondents were likely that TV
advertising is more effective for low-involvement products. As such, hedonic low-
involvement products are better suited for the narrative nature of TV and radio
advertising. Other than that, from the table can conclude that DVA is indeed best
suited for low involvement hedonic products. Moreover, the researcher also conclude
that DVA is viewed through laptop were increased compared to mobile devices as
laptop has larger size of screen. As a suggestion, advertisers to consider theories of
the past to understand the link between the product, advertising format and message
processing. By doing so, managers can see the value of selecting the promoted
product by product category and involvement when designing campaigns DVA,
because some products can do better than others. In addition, marketing managers
need to consider the position of the product not only based on its architectural
categorization, but also how they want users to respond. For example, a commodity, a
rationally only have prices as the manipulated variable, often distinguished on
hedonic properties, and TV commercials regularly use humours and fun to the high
involvement utilitarian products. Therefore, marketers should consider how to
position the product with the characteristics of the most effective for the device.

4.0 CONCLUSION

In conclusion, this journal article is about “Examining the Digital Video Advertising
(DVA) Effectiveness”. From this journal, there are four issues that are related to this
research which are categorization of hedonic and utilitarian products, categorization
of low- and high-involvement products, integration of hedonic-utilitarian and low-
high involvement product categories in video advertising and the role of advertising
device. The approaches that researches use in this investigated is an online
experimental study and survey. Out of those keys or issues, integration of hedonic-
utilitarian and low-high involvement product categories in video advertising device is
 one of the important issues as its can increase or change the attitude of the
respondents or viewers.

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